In a big boost for influencers and publishers, Facebook has unveiled a new tool and policy update that make it easier to share a wider range of branded content.
New policy: More branded content
Up until now, third-party advertisements on verified Pages were prohibited without Facebook’s prior permission. Facebook’s recent branded policy update, however, now allows verified Pages share anything that Facebook defines as ‘branded content’…which is pretty much anything:
“On Facebook, we define branded content as any post—including text, photos, videos, Instant Articles, links, 360 videos and Live videos—that specifically features a third party product, brand or sponsor. It is typically posted by media companies, celebrities or other influencers.”
Facebook is hoping that the update will “bring more interesting and engaging content to the Facebook ecosystem.”
While that remains to be seen, one thing is for sure: You can expect to see a whole lot more branded content popping up in newsfeeds.
New tool: Tagging branded content
Although the changes make it much easier for Pages to share branded content that looks and feels like regular posts, it’s not without a hitch.
In order to take advantage, Page admins must tag the third party brand they are promoting in their post using Facebook's new Branded Content Tool.
This notifies the tagged brand, and allows them access to performance insights. It also allows the tagged brand to share the post on their Page and to boost it further with their own spend.
The branded content tool – look for the ‘handshake icon’ – is currently available on Desktop, iOS, Power Editor, Ads Manager and the Marketing API. Android is expected soon.
For more information, visit Facebook.